I-Hyper-personalization, ukwenza lula, kanye nezinqubo ezizenzakalelayo, esezivele zisetshenziswa izinkampani ezinkulu, sezifinyeleleka emabhizinisini amancane naphakathi nendawo, ngenxa yokusabalala kobuchwepheshe obusha. Ngokuka- Leonardo Oda, uchwepheshe wezokumaketha kanye no-CEO we-LEODA Marketing Intelligence , lezi zindlela zokumaketha zizoshintsha indlela izinkampani ezixhuma ngayo namakhasimende azo futhi ziqinise ubukhona bazo bemakethe ngo-2025.
"Abathengi bafuna kakhulu futhi bafuna ulwazi lomuntu siqu, izinqubo ezisheshayo, nezixazululo eziphumelelayo. Labo abangaletha lokhu ngendlela ehlelekile bazogqama ngonyaka ozayo," kusho u-Oda. Ngezansi, uchwepheshe wabelana ngeziqondiso zokubeka la mathrendi esenzweni nokuthuthukisa ibhizinisi.
Ukwenza ngokwezifiso okwedlulele
Isikhathi sokuthi "usayizi owodwa ulingana konke" sesiphelile. Abathengi bafuna imikhiqizo, izinsizakalo, kanye nolwazi oluhambisana nezidingo zabo kanye nezinto abazithandayo. Imikhiqizo emikhulu isivele ingena ngempumelelo kulo mkhuba, njengo-Yves Saint Laurent, osebenzisa ubuhlakani bokwenziwa ukuze bakhe izindebe zomlomo ezisuselwe esikhumbeni sekhasimende ngalinye.
U-Leonardo Oda uchaza ukuthi, nakuba izibonelo ezinjengalezi zingase zibonakale zikude neqiniso lamabhizinisi amancane, i-hyperpersonalization isivele ingokoqobo elifinyelelekayo. “Ngamathuluzi alula afana nokuhlukaniswa komkhankaso noma ukuzenzela kwemiyalezo, amabhizinisi amancane angakha ulwazi olufanele futhi olunomthelela ngokulinganayo,” usho kanje.
Isayithi le-e-commerce, isibonelo, lingasebenzisa umlando wokuthenga wamakhasimende ukuphakamisa imikhiqizo ehambisanayo noma ukuthumela amaphromoshini ahlosiwe. Imilayezo ye-WhatsApp yomuntu siqu, ama-chatbot avumelanisa izimpendulo zabo nokuziphatha kwabasebenzisi, kanye nemikhankaso ye-imeyili enezipesheli ezithile amanye amasu asondeza umkhiqizo kumthengi futhi andise ukwethembeka.
Ku-Oda, ukuhambisana kuyisihluthulelo sokwenza kube ngokwakho: "Ngaphezu kokutshala izimali kubuchwepheshe obukhulu, udinga ukuletha okuthile okunengqondo kukhasimende. Uma bezizwa beqondwa, ukuxhumana kwabo nomkhiqizo kuyaqina ngokwemvelo," esho.
Ubulula bokuzizwisa okungenazithiyo
Isivinini amakhasimende afinyelela ngaso izinjongo zawo—noma ngabe ukuthenga, ukufuna ulwazi, noma ukuxazulula inkinga—sibe esinye sezici ezibalulekile zokuncintisana emakethe yanamuhla. Okuhlangenwe nakho okuyinkimbinkimbi kuxosha abathengi, kuyilapho izinqubo ezilula, ezishesha kakhulu zakha ukwethembeka.
Esimeni sedijithali, amawebhusayithi anokubhaliswa okwenziwe lula, izinqubo zokukhokha ngokushesha (i-PIX namawalethi edijithali), namakhasi anembile anyusa amanani okuguqulwa. Endaweni ebonakalayo, amasu afana nama-oda e-QR Code, ukuphuma okuzenzakalelayo, namaphasiwedi edijithali alungiselela isevisi kanye nesikhathi samakhasimende esibalulekile.
Ku-Oda, ukuletha lula kubalulekile. "Ukukhululeka ukwethembeka okusha. Uma amakhasimende ebona umuzwa wawo njengongenazo izinkinga, awagcini nje ngokuqedela ukuthenga kodwa futhi akhe ubudlelwano bokwethembana nomkhiqizo," uyaphawula.
Ngakho-ke, ukuhlola isigaba ngasinye sohambo lokuthenga, ukuhlonza izindawo zokungqubuzana, nokusebenzisa ukulungisa okulula kungaveza imiphumela esheshayo futhi kuqinisekise ukuthi abathengi bayabuya.
Okuzenzakalelayo: imiphumela eminingi ngomzamo omncane
Ukwenza imisebenzi ephindaphindwayo kuvumela amabhizinisi amancane ukuthi azuze ukusebenza kahle futhi agxilise imizamo yawo kulokho okubaluleke ngempela: ukusungula izinto ezintsha kanye nobudlelwano bamakhasimende.
Kwezokumaketha, amathuluzi wokuzenzakalela afinyeleleka kalula futhi akuvumela ukuthi uthuthukise izinqubo ezifana nesevisi yamakhasimende nokuphathwa komkhankaso. Amapulatifomu afana ne-ManyChat, isibonelo, aqondisa izimpendulo zemibuzo evame ukubuzwa ezinkundleni zokuxhumana, kuyilapho izixazululo ezifana ne-RD Station zisiza ukuthunyelwa kwemikhankaso ye-imeyili eqondisiwe, iqondanise umlayezo nephrofayela yekhasimende.
U-Leonardo Oda ubonisa umthelela wale mishini ezenzakalelayo ngesibonelo esisebenzayo: "Cabanga ngebhikawozi eli-oda ngokuzenzakalelayo ngefomu le-inthanethi elihlanganiswe ne-WhatsApp. Lokhu kwenza impilo yekhasimende ibe lula futhi kukhulule iqembu ukuthi ligxile ekukhiqizeni."
Ukuhlela amasu ngemiphumela yangempela
Ngenkathi i-hyperpersonalization, ukunethezeka, kanye ne-automation kuyizitayela zango-2025, ukuphishekela ngaphandle kokuhlela kahle kungabeka engcupheni imiphumela. ULeonardo Oda ugcizelela ukuthi indawo yokuqala kufanele kube ukuhlaziya ukusebenza konyaka odlule.
Ukubuyekeza ukuthengisa, ukuzibandakanya, nedatha yethrafikhi eku-inthanethi kusiza ukukhomba okusebenzile nokuthi yini edinga ukuthuthukiswa. Amathuluzi afana ne-Google Analytics nemibiko yenkundla yezokuxhumana isebenzisana nale nqubo. Imibuzo efana nokuthi "Imiphi imikhankaso ekhiqize imbuyiselo eminingi?" kanye nokuthi "Iziphi iziteshi ezilethe izivakashi eziningi?" qondisa ukuhlaziya futhi uqondise amasu esikhathi esizayo.
Ngaphezu kwalokho, ukubeka imigomo ecacile nelinganisekayo kubalulekile. Indlela ye-SMART—enezinjongo eziqondile, ezilinganisekayo, ezifinyelelekayo, ezifanele, nezinqunyelwe isikhathi—ihlinzeka ngohlaka oludingekayo lokulandela umkhondo nokulungisa inqubekelaphambili ngokuhamba kwesikhathi.
Ibhizinisi le-e-commerce, isibonelo, lingase libeke umgomo "wokukhulisa imali engenayo ngo-20% ngoJuni 2025 ngokutshala imali emikhankasweni eqondiwe ku-Instagram kanye nokuphromotha ku-WhatsApp." Imigomo enjalo ivumela ukuqapha okuphathekayo kwemiphumela kanye nokuhlonzwa kwezindawo okufanele zenziwe ngcono.
Ngokuhlela, ukuhlaziya idatha, kanye nokusetshenziswa kwezinkambiso zokumaketha—ukwenza umuntu azizwe ekhululekile, ezishintshayo, futhi kube lula—amabhizinisi amancane naphakathi nendawo angathuthukisa ukusebenza kwawo futhi athuthukise ulwazi lwamakhasimende. "Imfihlo iwukufunda kodlule futhi senze amasu ukuze kwakhiwe imiphumela engaguquki ngo-2025," kuphetha uLeonardo Oda.
